1. Most Watched Content by CategoryPercentage of online adults who say they watch each type of video, by yearThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.Note: In 2007, all internet users were asked if they watched each of these 11 types of video. In the current survey, only those internet users who met the definition of online video watchers/downloaders were asked the types of video they watch, and those figures were then repercentaged based on all internet users. Source: Pew Internet

Source: Barclays Capital, eMarketer, Forrester Research, Piper Jaffray2. Video ad spending estimates 2010-2014eMarketer is the most bullish on growth of online video ad market over next five years.The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.$5.71 billion

Source: Visible Measures3. Top 10 Webisodes (1-5)For the month of October, 2010The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

1The Annoying Orange2Auto-Tune the News3Key of Awesome4Fred5Happy Tree FriendsLast months rank: 1Last months rank: 2Last months rank: 3Last months rank: 4Last months rank: 6ComedyNews Parody/ Barely PoliticalComedy/MusicComedyAnimationGagFilmsNext New NetworksNext New NetworksMondoMediaTrue Reach:53,974,273True Reach:43,392,347True Reach:36,037,364True Reach:35,887,980True Reach:19,477,635

Source: Visible Measures3. Top 10 Webisodes (6-10)For the month of October, 2010The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

6Smosh7Totally Sketch8The Station9Red vs Blue10PotterPuppet PalsLast months rank: 5NewLast months rank: 7Las months rank: 8Last months rank: 10Comedy/SketchComedy/SketchComedyAnimation/ComedySketchDeca TVTotally SketchThe StationRooster TeethTrue Reach:18,726,276True Reach:9,479,012True Reach:8,541,008True Reach:7,195,807True Reach:6,531,149

Note: Total U.S. home/work/university locations, Source: comScore4. Online Video Consumption by Web PropertyGoogle Sites, driven primarily by video viewing at YouTube, ranked as the top online video content property in December.The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Top 10 Video Content Properties by Unique Viewers, December 2010PropertyTotal Unique Viewers (000)Viewing Sessions (000)Minutes Per ViewerGoogle sites144,7571,924,214274.3Yahoo! Sites53,050191,36730.0VEVO50,594266,44889.9AOL, Inc.48,550252,56131.2Viacom Digital45,880148,32151.6Facebook.com41,119124,54614.6Microsoft Sites36,589132,74750.4Fox Interactive Media 28,90290,95919.3Turner Digital26,94389,20423.4Hulu26,493131,127217.1Total Internet172,1095,156,086873.1

Note: Total U.S. home/work/university locations. *Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc. **Indicates video ad network/server. Source: comScore5. Online Video Ad Consumption by Web PropertyAmericans viewed 5.9 billion video ads in December, with Hulu generating the highest number of video ad impressions.The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Top 10 Video Content Properties by Unique Viewers, December 2010PropertyVideo Ads (000)Frequency (Ads per Viewer)% Reach Total U.S. Population Hulu1,227,92947.18.6%Tremor Media Video Network**1,227,92911.828.6ADAP.TV**681,54311.919%BrightRoll Video Network**587,9468.722.3%Microsoft Sites 423,00010.213.7%CBS Interactive271,4618.910.1%AOL, Inc.231,8846.711.5%Undertone**226,8229.28.1%Google Sites223,8424.815.3%TubeMogul Video Ad Platform174,0624.114.2%Total Internet5,910,64639.849.1%

Source: Brightcove, TubeMogul6. Average Minutes per View by Day of WeekThe amount of time spent with online video increases on weekends across all media categories.Friday, Saturday had highest average minutes viewed across all media categoriesThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: Sandvine; Mary Meeker, Morgan Stanley7. Netflix Accounts for 21% of Internet Traffic at Peak TimesNorth American downstream fixed-access peak hour share by application, September 2010Streaming video up to ~37% of internet traffic during traditional TV hoursThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

8. Total Minutes Streamed by Media TypeIn the third quarter of 2010, newspaper sites for the first time passed broadcast sites in total minutes streamed.Source: Brightcove, Tube Mogul The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: comScore9. Online Video ViewingThe number of online videos watched has steadily increased in the last half of the year, peaking at over 35 billion. Number of videos in billions (000)35,340,250The number of videos watched by consumers grew steadily in second half of 2010.The Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: comScore10. Viewing by DaypartMinutes spent by total internet audience watching online video by daypartThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Nov-2009June-2010Nov-20101yr % changeEarly Morning6,33713,38011,19776.7%Daytime27,67144,29338,22238.1%Early Fringe15,43418,77419,66027.4%Prime14,46021,11719,72536.4%Late Fringe9,44112,06911,82225.2%Late Night12,73115,28214,44913.5%Weekend Morning6,5728,8799,22340.3%Weekend Afternoon11,93812,50614,21719.1%Weekend Prime9,2809,01511,11619.8%Weekend Late Fringe4,4574,4384,94410.9%Weekend Late Night7,0206,4807,3735.0%All Day - Weekday86,074122,262112,36030.5%All Day - Weekend39,26640,52345,83616.7%Total125,340156,433154,62723.4%

Source: comScore11. Overlap in TV and Online ViewingTV-only viewers compared with cross platform viewersThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: Frank N. Magid Associates12. Concurrent Activities While Watching TV or Online VideoWhat TV viewers usually do when watching televisionThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: Frank N. Magid Associates12. Concurrent Activities While Watching TV or Online VideoWhat TV viewers usually do when ads air on TVThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: comScore13. Less Advertising Is Not a Driver of Online Video WatchingReasons to watch onlineThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: Tube Mogul14. Repurposed TV Ads vs. Web-Original Content Rank the SameComparison of attrition rates -- percentage of people who viewed the videoThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.

Source: Frank N. Magid Associates15. Consumer attitudes toward web original videosA majority of viewers agree that web original videos offer quality entertainment experience, on their termsThe Economics of Online Video 2011A look at the contenders for consumers attention and marketers ad dollars.